TY - JOUR
T1 - A Dual-role Trust Model for Social Commerce
T2 - A Guanxi Perspective
AU - Su, Chao
AU - Min, Qingfei
AU - Scornavacca, Eusebio
AU - Liu, Zilong
N1 - Funding Information:
National Natural Science Foundation of China , Grant/Award Number: No. 71,772,022, No. 71,771,040
Publisher Copyright:
© 2021
PY - 2021/11
Y1 - 2021/11
N2 - Different from traditional e-commerce platforms, friend-to-friend (Fr2Fr) social commerce transactions occur among friends within a private network on social media. In this particular context, users assess their friend with dual roles in the decision-making process: friend role and seller role. Based on role theory, this study develops a dual-role trust model for exploring trust mechanisms within multiple roles. Furthermore, this study adopts a unique Guanxi perspective to explore the behavioral interplay among friends. The moderating effects of Guanxi on role-based trust are tested using a survey of 317 WeChat users. Theoretical and practical implications are discussed.
AB - Different from traditional e-commerce platforms, friend-to-friend (Fr2Fr) social commerce transactions occur among friends within a private network on social media. In this particular context, users assess their friend with dual roles in the decision-making process: friend role and seller role. Based on role theory, this study develops a dual-role trust model for exploring trust mechanisms within multiple roles. Furthermore, this study adopts a unique Guanxi perspective to explore the behavioral interplay among friends. The moderating effects of Guanxi on role-based trust are tested using a survey of 317 WeChat users. Theoretical and practical implications are discussed.
KW - Dual-role
KW - Guanxi
KW - Role theory
KW - Social commerce
KW - Trust
UR - http://www.scopus.com/inward/record.url?scp=85111863437&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85111863437&partnerID=8YFLogxK
U2 - 10.1016/j.im.2021.103512
DO - 10.1016/j.im.2021.103512
M3 - Article
AN - SCOPUS:85111863437
SN - 0378-7206
VL - 58
JO - Information and Management
JF - Information and Management
IS - 7
M1 - 103512
ER -